GOOGLE ADS.  What Are They?  

Google Ads, formerly known as Google AdWords, is one of the most popular PPC (pay-per-click) advertising systems in the world. The Google Ads platform allows businesses the opportunity to appear on Google’s search engine and other Google properties. They do this by allowing the user to create ads that appear outside of the organic and map results sections.

The Different Types of Google Ad Campaigns

As you get started with your campaign setup, you'll be asked to select a campaign type. The campaign type determines where customers will be able to see your ads. Campaign types are centered around Google's advertising networks: the Search Network, the Display Network, and the YouTube Network.

These networks make up all of the places where your ads can appear, including Google sites, websites that show relevant Google ads, and other placements such as mobile apps. The campaign type options with Google ads currently are:  Search Network campaign

How does Google Ads Work?

Google Ads operates on something called a “pay-per-click” model, and using an auction style format. Google Ads users bid for keywords or keyword phrases, and then pay for each click they receive on the ads they’ve created. If you are enrolled in Google Ads, each time someone searches Google for a related product or service your ad has a chance to appear on the search results page for the keywords you have chosen to target. 

Whether or not your ad appears for this search has to do with a number of different qualifications and criteria which Google outlines for us.
The primary determining factors are the quality and relevance of the keywords and ad campaigns, and the amount you are bidding for the particular keyword searched.

The two factors when multiplied together create an advertiser’s “Ad Rank”
An advertiser’s Ad Rank is calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). 

The Google Ads system allows advertisers the chance to reach potential customers at a cost that fits their budget.